The kick-off meeting was attended by The Head of Food and Agriculture Embassy of Denmark in Indonesia, Hans Ebensgaard Murillo, WRAP International Partnership Manager, Michael Jones, WRAP Project Manager, Claire Turner, and IBCSD team. The meeting involved presentations and discussions about the objectives of the campaign, its implementation progress so far, and the communication strategies used to reach the target audience effectively. One of the project’s highlights is a Ramadan calendar that encourages people to do good deeds during the holy month, including reducing food waste.

Hans commented on the project, saying, “Tackling food loss and waste in Indonesia is a mission we all have, and we can’t wait to see how this project will progress in the future.”

The Consumindful project is an excellent initiative that promotes responsible consumption, especially in food consumption, a crucial aspect of achieving the UN’s Sustainable Development Goals (SDGs) 12.3. With the right education and awareness, consumers can make a significant contribution to reducing food waste and protecting the environment.